A complicated question, but i would agree with Hyde that it is the coach who ultimately sets the culture.

Dave Hyde wrote:

8. Don't sign anyone just to change "culture." The coach sets the culture. Yes, some good veterans will help. But this is Brian Flores' job by the standards he sets and decisions he makes. The Gase era went sideways when he began looking for other people to set his culture for him. If you can't do that, you're not a head coach.